Warm‐Glow Giving and Freedom to be Selfish
研究个体因改善社会形象而享受付出私人成本的亲社会行为，揭示这种行为隐含的对自私选项自由的偏好，并基于动机挤出实验发现提供行为基础，区分温暖光辉与其他捐赠动机。
Warm‐glow refers to prosocial behaviour that causes the actor to experience positive feelings, apart from its social implications. We study an individual who enjoys taking a prosocial action that incurs a private cost because such actions improve his social image. A private cost obtains only in the presence of a more selfish option, implying a preference for freedom to behave selfishly. We provide behavioural foundations for this model by building upon the experimental findings on motivation crowding out. Our theory distinguishes between warm‐glow and other motivations for giving, and subsumes Andreoni’s (1989, 1990) model of public good provision.